Personal Branding in the Knowledge Economy: The Inter-Relationship Between Corporate and Employee Brands

ISBN-13: 9781032013367 / Angielski / Twarda / 2022 / 176 str.

Wioleta Kucharska

Opis

Personal Branding in the Knowledge Economy: The Inter-relationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.

Spis treści

Part 1. Why do knowledge workers are unique?   Part 2. Why do knowledge workers should care about personal branding?   Part 3. Why do corporations need knowledge workers with strong personal brands?   Part 4. Empirical evidence

O autorze

Wioleta Kucharska is an Associate Professsor in the Management Department, Faculty of Management and Economics at the Gdańsk University of Technology (Fahrenheit Union of University), Gdańsk, Poland. Along with her scientific passion and achievements and twelve years of experience in branding, this book actively refers to personal branding practice on a solid theoretical basis.